Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 28

Access each of the following search engines. For each one, discuss how it handles paid search advertising when you type in a search, such as "running shoes." What ads do you see as display ads and what ads are part of the search results Discuss the differences among the five search engines. Which one do you like the best Why
a. Google (www.google.com)
b. Yahoo! (www.yahoo.com)
c. AltaVista (www.altavista.com)
d. AOL Search (http://search.aol.com)
e. Bing (www.bing.com)